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7-Eleven Unplugs Belly's iPad Loyalty Program

C-store chain expected to place more emphasis on 7Rewards.

October 10, 2016, 03:55 pm

IRVING, Texas — Two years after initiating their relationship, 7-Eleven Inc. and Belly are dropping their partnership, reported the Chicago Tribune.

Retailers can set up marketing campaigns through the Belly platform, which automates promotions based on data and insights on consumer behavior, while customers can use the Belly mobile app or universal BellyCard to earn rewards points for visiting any business that is part of the Belly network.

“7-Eleven is transitioning to a new rewards program in December,” according to an email Belly sent to users Sept. 30. “Stop by 7-Eleven and redeem your Belly Points as soon as you can — Nov. 30, 2016 is the last day.”

As CSNews Online previously reported, 7-Eleven Inc. has been partnering with loyalty platform Belly to offer shoppers rewards for repeat purchases since August 2014.

“Belly continues our partnership with 7-Eleven in a capacity that better aligns with both of our long-term goals,” Belly spokeswoman Lauren Licata told the news outlet. “We have not yet publicly announced the next phase of our relationship.”

Instead of Belly, Irving-based 7-Eleven will likely shift its focus to its 7Rewards program. Ken Patel, president of the 7-Eleven Franchise Owners Association of Chicagoland, said in an email to the news source that its 300 member stores will shift to using only 7Rewards, a loyalty app 7-Eleven launched in March 2014, just months before adding the Belly program.

“We are moving toward exclusive 7Rewards,” he wrote. “Belly has been a great partner, but dual loyalty systems is complex and confusing to our customers and our stores. We appreciate their partnership and efforts, but that the corporate team has decided to go another direction.”

7-Eleven Inc. operates, franchises and licenses more than 10,700 7-Eleven stores in North America.